CMM1002 - Communications Challenges
2022/3 Module description
| Staff | Dr Neil Ewen - Convenor |
|---|---|
| Credit Value | 30 |
| ECTS Value | 15 |
| NQF Level | 4 |
| Pre-requisites | None |
| Co-requisites | None |
| Duration of Module | Term 2: 11 weeks; |
Module description
This is a challenge-led module, which focuses on an aspect of social inequality in Western society from one of the following: class; race and ethnicity; gender and sexuality, disability. The module will introduce you to key aspects that define social inequality, such as media representation, histories of under-representation and omission, and the relationship between politics and language. Using a combination of workshops, lectures (including guest lectures from industry professionals), and tutorials, you will work in small groups to devise a campaign to address a specific, current problem or issue of social inequality. Examples could include: diversifying the representation of the female body in the local media; raising awareness of mental health issues amongst young men locally (18-21); a campaign to address gender stereotypes in university sports societies. The module will guide you step-by-step in developing applied skills including identifying a target audience, social media campaign strategies, determining appropriate voice and language, and how to judge the ethics of campaigning.
Module aims
This module will provide you with a grounding in the practical skills and experience integral to creating a media campaign. It will teach you a range of practical skills in production design, schedule-building and give you guided experience of small-group teamwork in a variety of roles, with each student scheduled to spend time as a production manager, production designer, researcher, and communications director, over the course of the module.
Development of these skill sets will be embedded in the lecturer-guided and independently-guided exploration of a social issue (revealed at the start of the course), which each group will develop a campaign on. The course aims to give you a hands-on experience of negotiating issues of audience, tone, format, as you develop your outputs, which may include a podcast, an infographic, and a short video.
ILO: Module-specific skills
- 1. Identify and execute an effective campaign strategy, taking account of the target audience and aims
- 2. Apply the practical skills necessary to put a campaign into practice using relevant online tools and applications
ILO: Discipline-specific skills
- 3. Synthesize and explain the tenets of a social issue
- 4. Interrogate and select evidence to build a case
ILO: Personal and key skills
- 5. Demonstrate leadership and effective teamwork
- 6. Reflect on work processes and organise thoughts into structured blogs
- 7. Communicate clearly and imaginatively in written and/or oral form
- 8. Generously engage with methods and people who represent opinions and viewpoints different from your own
Syllabus plan
Whilst the content may vary from year to year, it is envisioned that the focal topic each year will be a pertinent issue related to social inequality from one of the following areas: class; race and ethnicity; gender and sexuality, disability.
The module will cover some or all of the following topics:
- How to organize and execute a campaign
- The ethics of social campaigning
- How to make a podcast
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 33 | 267 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching | 11 | Lectures |
| Scheduled learning and teaching | 22 | Workshops |
| Guided independent study | 267 | Private study, preparation for lectures and seminars, reading etc |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Draft campaign plan | 500 words | 1,3,4 | Oral and written |
| Group presentation | 10 minutes | 5,6 | Oral and written |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 90 | 0 | 10 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Portfolio of campaign outputs | 70 | Portfolios comprise numerous creative outputs that amount to a coherent campaign across social media channels. Outputs may include: videos; podcasts; infographics; website; photography; wikis. Students collaborate in groups and perform different roles for each output: production manager, researcher, production designer, and communications director | 1-5 | Written feedback |
| Blog | 20 | 2000 words | 6 | Written feedback |
| Participation | 10 | Ongoing | 1-8 | Oral |
| 0 | ||||
| 0 | ||||
| 0 |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Portfolio of campaign outputs | Portfolio of campaign outputs | 1-5 | Referral/Deferral period |
| Blog (2000 words) | Blog (2000 words) | 6 | Referral/Deferral period |
| Participation | Repeat Study/mitigation | 1-8 | Referral/deferral period |
Re-assessment notes
Deferral – if you miss an assessment for certificated reasons judged acceptable by the Mitigation Committee, you will normally be either deferred in the assessment or an extension may be granted. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be required to submit a further assessment as necessary. If you are successful on referral, your overall module mark will be capped at 40%.
Indicative learning resources - Basic reading
Basic reading:
- Atherton, J. (2018). Social Media Strategy. London: e
- Brierley, S. (2007). The Advertising Handbook. London: Routledge.
- Brink-Budgen, R. (2000). Critical Thinking for Students: Learn the Skills of Critical Assessment and Effective Argument. Plymouth: How To Books.
- Burton, M. (2015). Campaign Craft: The Strategies, Tactics and Art of Political Campaign Management. Santa Barbara: Praeger.
- Chafey, D. et al. (2003). Internet Marketing Strategy Implementation & Practice New York: Financial Times.
- Chambers, E. & Northedge, A. (2008). TheArts Good Study Guide. Milton Keynes: The Open University.
- East, R., Wright, M., & Vanheule M. (2013). Consumer Behaviour: Applications in Marketing. London: Sage.
- Gabay J. (2005). Gabay’s Copywriting Compendium. London: Butterworth-Heinemann.
- Grix, J. & Watkins, G. (2010). Information Skills: Finding and Using the Right Resources. Basingstoke: Palgrave Macmillan.
- Hardy, J. and Macrury, I. (2018). The Advertising Handbook. London: Routledge.
- Howard, P. (2005). New Media Campaigns and the Managed Citizen. Cambridge: Cambridge University Press.
- Kim, C.M. (2019). Public Relations: Competencies and Practice. London: Routledge.
- Kim, C.M. (2016). Social Media Campaigns. London: Routledge.
- McCarthy, P. (2002). Presentation Skills: The Essential Guide for Students. London: Sage
- Percy, L & Rosenbaum – Elliot, R. (2016). Strategic Advertising Management Oxford: OUP (5th edition)
- Pickton, D and Broderick, A (2005). Integrated Marketing Communications eed)
- Posner, K. & Applegarth, M. (2008). Project Management Pocketbook. 2nd Edition. Alresford: Management Pocketbooks.
- Pricken, M. (2010). Creative Strategies: Idea Management for Marketing, Advertising, Media and Design London / New York: Thames & Hudson
- Rose, C. (2010). How to Win Campaigns: Communications for Change. London: SAGE.
- Sethna, Z. and Blythe, J. (2019). Consumer Behaviour. London: SAGE.
- Solomon, M. (2016). Consumer Behaviour: Buying, Having, and Being, Global Edition. London: Pearson.
- Solomon, M. et al (2016). Consumer Behaviour: A European Perspective. London: Pearson.
- Szmigin, I. and Piacentini, M. (2018). Consumer Behaviour 2nd ed. Oxford: OUP.
Module has an active ELE page?
Yes
Available as distance learning?
No
Origin date
07/01/2020
Last revision date
03/02/2022
Key words search
Communication, Community, Exclusion, Inequality, Digital infrastructures, Campaign Management, Social Media, Audiences, Media Messaging. Teamwork
Important please note
Whilst every effort has been made to ensure the accuracy of the module descriptors for the Online Module Selection process, please be aware that on rare occasions it may be necessary to remove proposed modules for reasons beyond our control. In addition, there are still some new modules going through the accreditation process. These will be offered in due course by the relevant discipline.
All modules displayed below have been approved by the approval process but may require further minor amendments before the commencement of teaching.
We are committed to providing an outstanding education and high quality teaching. You can find out details of your modules and any potential changes on these pages. If you are a returning student, joining after the first year or a postgraduate student details of your module changes will be provided in August.
Foreign Language Centre modules
Term 1 module codes listed above ending with C, i.e. FLF1115C, are only available to outbound students who are away in Term 2. Students studying all year must select the standard module across both Term 1 and 2.